Grub Club: 'Getting a free Itsu with my health insurance was not on my bingo card
In our latest member story, we caught up with sustainable pet food company Grub Club to explore how they use Vitality to keep their small team healthy, supported and performing at their best
Demand for private medical insurance (PMI) has surged in recent years, across both individual and workplace markets. According to the latest ABI data, the total number of people covered by health insurance rose by 4% in 2024 to reach 6.5 million. Of these, a record 4.8 million were covered through workplace policies — representing 74% of all those with PMI cover[1].
For advisers, this growth presents a clear opportunity, particularly among the UK’s vast small and medium‑sized enterprise (SME) market.
These businesses — many employing fewer than 50 people — form the backbone of the UK economy. But with founders, senior leaders and team members often wearing multiple hats, even one person being out of action can have a disproportionate impact.
This is especially true for London‑based start‑up Grub Club. Founded in 2021 by Alessandro (Ale) Di Trapani and Hugh Petit, the business operates with a team of just seven. As their head of creative, Jake Foster, explains: “Each of us wears a lot of hats… if one of us is out, it really has a profound impact on the work that gets done.”
The value of PMI for small businesses
For businesses of all sizes, PMI has shifted from a ‘nice to have’ to a genuine expectation. Employees increasingly look to their employer to play a more active role in supporting health and wellbeing[2], making PMI a powerful tool for attracting and retaining staff.
For small businesses in particular, it can also strengthen resilience — providing faster access to treatment when it’s needed, alongside everyday health and wellbeing support that helps keep teams healthy and productive.
The growing range of everyday healthcare benefits, such as virtual GPs, mental health support and physiotherapy, have become standout features of PMI in recent years. These services help employees manage common health needs and intervene earlier, preventing more serious issues from developing.
“When someone’s off sick, we all feel it,” explains Hugh. “So we ultimately want to avoid that if we can.”
Across Grub Club, the team has used Vitality’s services in a variety of ways. “I’ve used the medical side of things a lot,” says Ale, while Jake highlights how “quick access to a GP is really important”. Ale also points to services such as Talking Therapies and Headspace, which he says have been “really useful in providing mental health‑focused support”, particularly given the pressures of being a founder running a small business.
Unlocking additional value
In the current climate of rising costs, where margins are often tight for smaller companies, value is a key consideration. That’s where benefits like the Vitality Programme, alongside PMI cover, can be especially powerful.
On the one hand, it encourages employees to proactively engage with their wellbeing — helping them get more from their cover. “The way you can earn points each week, maintain your status and track things like physical activity and mental health is really useful,” says Ale. “It just means people are more plugged into their personal wellbeing.”
The rewards element also helps transform workplace PMI into a more rounded benefits proposition, offering access to perks such as discounted running shoes and free Itsu meals.
At a time when both businesses and individuals are feeling the squeeze, these added benefits can help employers maximise value from their plans, while giving employees access to rewards they genuinely appreciate. “Getting a free itsu with my health insurance was not on my bingo card,” Jake says.
For advisers, this added layer of value can also be a key differentiator when cost is front of mind.
Ultimately, by helping SMEs understand the practical value of PMI — not just for employee wellbeing, but for business resilience and continuity — advisers can open the door to more meaningful conversations that deliver real value for employers and employees alike.
Watch the video:
[1] Insurers process record £4bn across individual and workplace health schemes | ABI
[2] '10 years of Britain's Healthiest Workplace: The changing face of the UK at work', Vitality, January 2025
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